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DEVELOPING A RELATIONSHIP WITH YOUR COLLECTORS

In my long, long years of being a gallery owner (1 year) and artist (3 years) I have made the discovery that marketing can only go so far in bringing new clients into contact with one’s work. I have spent countless hours developing websites, managing inventory, tweeting, blogging, advertising, mailing, emailing and presenting a very polished look to my display space and art presentation. Though all these activities are necessary (and expensive) in the contemporary art world, it is not the most important tool the professional artist has with which to develop a strong, lasting connection with his collectors and admirers.

That tool is being yourself.

Many can get caught up in the appearances of what one should do, or how one should present themselves to the world. This can be a delicate issue, especially when the salesperson side of the artist doesn’t correspond with the expressive side. When these two aspects are at opposition, a potential collector can sense this dichotomy and possibly decide against the acquisition of one’s work, noting the disharmony. This dance is a crucial commentary on who the artist is and what he or she is trying to say, not just through his or her art but through his or her businessperson selves and the supporting media used to promote it.

Being genuine is not a skill to be learned, it is simply about seeing the people that come into contact with your work as fellow humans and not sales opportunities. These people want to hear the story about your work, how you arrived at your particular style, why you chose the medium you work with etc. They want to know about your inspiration for your creations, why they are special beyond their perceived material value and why they were created.

This is easier said than done, especially when an artist depends on sales to stay in business, purchase supplies and make his or her rent. I have been fortunate in meeting some very special people that have subsequently become close friends and patrons in my short artistic career. Over time I have come to realize that the non-financial-only connections are more lasting and that maintaining a network of supportive friends and family is crucial to the success of a burgeoning art career.

I can honestly say that without the support of just a handful of people I wouldn’t have even gone into this vocation let alone maintained the gallery.

I interviewed collectors Bill and Diane Gustafson about their experience with acquiring pieces of my artwork and what was most important;

Q. Which came first, the friendship or the collecting?

(Bill) The friendship. Kevin was hired to paint our house a few years back. While he was working we all developed a friendship and learned that he is an artist, so we asked him to bring over a few pieces for us to choose from. Over time we found additional paintings that we liked.

Q. What attracted you to Kevin’s work?

(Bill) The bright colors definitely. Also the texture, which gives a three-dimensional quality to the paintings, and the abstract forms which allow each viewer to interpret the painting in a different way. I remember asking Kevin once what a particular painting meant to him, and he reversed the question and asked me what I thought it meant. He believes that a collector should have their own relationship to a work and not be told what a piece is or means, but let the viewer decide. Kevin helped to educate me to a degree about expressive art and what he was trying to achieve, this made it much more personal.

(Diane) I often find something new I never noticed before in a painting that has hung in the house for two years. There is an ongoing discovery process through his work.

(Bill) My favorite piece is one of his earlier works, “Cyan Sun” but it was not available.
One day Kevin gave me the original acrylic mock-up/study for the work as a gift. Even though it does not have the same texture and dimensional qualities, it still is one of my favorites.

This may seem self-promotional however, I see it from the perspective of including one's patrons in the process of the artwork and the operations of the gallery. It gives them a sense of ownership. Just the act of writing this blog and interviewing my collectors is a vehicle for thanking them for their support. I recommend always trying to think of ways that you can include those that help to encourage your artistic endeavors. This process leads to a feeling of inclusion and also lets others know that their efforts are appreciated.

The art business is about relationships pure and simple, without a genuine connection with your clients, the correlation between yourself and your creations is not evident.